+=+=+=+= INSIDER REPORT =+=+=+=+

ISSN 1710-0747
E-Zine #159
December, 2005

The SIM INSIDER REPORT is dedicated to helping readers succeed online while saving time and money with cutting-edge tools, tips and strategies for internet marketing, online advertising and website promotion.

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SIM's Insider Report free marketing newsletter

First, a warm WELCOME to all new subscribers and season's greetings to all.

A quick heads-up on a NEW video demonstrating Michel Fortin's CONTEXTCash program which is about to officially launch any day now...

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(It's the second video on his salesletter about half-way down the page and is only about 3.5 minutes long)

Merry Christmas,

Dan Porteous

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Getting Past the Hype and Directly to Profit

Don't Believe the Hype!

Don't let anyone tell you that you can just turn up at one of the major 'Pay-Per-Click' search engines, load up some keywords and ads, sit back... and watch the money roll in.


Because it's not going to happen... Unless you've been incredibly lucky or have the brainpower of a budding Einstein, you can lose some serious money on PPC advertising! (I'm not even sure it would work for Einstein, but that's another story!)

I'm going to concentrate here on Google AdWords, because it's widely recognized as being the most popular search engine on the planet, and its PPC service has a number of advantages over its leading rival, Overture (now Yahoo Marketing).

Make no mistake, Google AdWords is a great product - if you know how to use it successfully.

And PPC advertising (or investment, as I prefer to think of it, providing you're using it profitably) probably represents one of the only ways you can give your business a more or less instant boost.

The information that follows is really useful anytime of course, but even more so now, if you're thinking about buying those special presents for friends and family for Christmas, or looking ahead to get the best possible start in the new year.

Preparation is vital

So... you're probably thinking, what is the secret?

Well, I don't have the space in this article to go into detail about every aspect of profiting from AdWords, so I'm going to cover one vital aspect in enough detail for you to actually use to benefit your business, whatever it may be.

As with virtually everything in your business, the secret is in the preparation.

Would you put a new product on your web site before deciding where you were going to get it from or how you were going to manufacture it, how much you were going to charge, what the profit margin was going to be, how you would distribute it etc., etc.

Of course not!

So it shouldn't come as that much of a shock that you can't just bowl up at Google and start making a fortune using AdWords.

Succeeding with AdWords needs to follow a similar process of preparation, just like everything else in business. Wasn't it Benjamin Disraeli who said "Failing to prepare is preparing to fail"? That's good enough for me!

How To Prepare for Profit

The first step in this process is to select the right keywords for your business.

'Keywords' - that is the words or phrases that people enter into the search box at their favorite search engine to find what they're looking for, is where your preparation must start.

AdWords have a 'Keyword Suggestion Tool' of their own which they're improving all the time, but that's not the best place to start.

Why? Because the vast majority of businesses start there, so you and your competitors all end up bidding and therefore competing, for the same keywords.

Your advantage will be to bid a lot less for loads of keywords your competition hasn't identified, because all they've done is to use the AdWords suggestion tool, and then to beat them at their own game with those keywords that are more widely used.

Brainstorm your keywords

Get a group of friends, family or business colleagues together, (depending on the size of your business), and draw up a list of all the keywords people could be using to find your product or service.

At this stage, don't leave anything out and don't let anyone 'pull rank' on what should, or shouldn't go into the list.

Be specific

Bear in mind that the trend in search terms is for more words to be used by searchers to find what they're looking for. Five years ago, if you wanted to buy a new computer, you may have entered 'computers' into a search box. Now you're much more likely to enter 'laptop reviews', 'desktop pc reviews' or even 'dell laptop model XYZ'.

Obviously there won't be as many searches for these more specific terms, but they have an overwhelming advantage over the broader terms...

These prospects are actually looking for exactly what you're selling!

That is, they are highly targeted prospects for your product or service.

This is one of the most important secrets to profiting wildly from AdWords, rather than just donating part of your profits every month to Google!

Don't only bid on the general keywords for your product or service - find as many of the specific keywords as you can, and make it an on-going challenge within your business to keep identifying new ones to help you build an ever-expanding list.

Hardly anyone does this and you will give yourself an unfair advantage over your competitors! If you're anything like me, that will really bring a smile to your face!

Here are five more "insider" tips to profiting from Google Adwords...

Tip #1 You must have some means of tracking the results of your Google AdWords Campaign(s), from the first "click" on your ad, right through to the sales/leads generated or anything else you wish to measure at your web site.

Tip #2 Know the value of every visitor to your web site before creating your AdWords Campaign if you are able to calculate it, or use AdWords to calculate it if you don't already know it. This is an invaluable index for all of your web site promotional techniques.

Tip #3 Complete some preliminary keyword research before you go anywhere near Google.

Tip #4 When creating your first Campaign, don't choose "All Languages" and "All Countries". You'll waste time and money.

Tip #5 Give some thought to how many Ad Campaigns and Ad Groups your business may ultimately need, and sketch out this structure with names for campaigns and groups that make sense for your business.

Tip #6: Target every category of connected keywords with their own Ad Group.

Tip #7: Generally, the more tightly targeted you make your ads, the better the CTR will be.

Tip #8: Divide your keywords into as many categories as you need, in order to ensure that you are able to write ads that specifically target your prospects that are using particular search terms.

Tip #9: Use a different Ad Campaign for each country and language you want your ads to be displayed in, to give you the most flexibility with Campaign settings.

Tip #10: Determine your USP. This is vital to all web businesses - more so than in a traditional "bricks-and-mortar" business.

. . .

Copyright Phil Chapman

About the Author:
Today's guest article courtesy of Phil Chapman. If you would like to start a PPC campaign, or improve an existing campaign, I recommend you START with Phil's in-depth Google Adwords advice. Phil has read, listened to and/or watched all the most highly- regarded AdWords material available, and tested it for himself, so you don't have to!

SIM's "Tip of the Week" back issues available at... http://www.startupinternetmarketing.com/ezines

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Do I Have to Be Number One in Google to Have a Successful Website?

Imagine what your business would be like if you were listed number one in Google when someone searched for your product or service. At no cost to you, you'd have hundreds or even thousands of highly targeted potential customers coming to your website every day. It would be like shooting fish in a barrel. If you sell a quality product or service, your profit potential is unlimited.

I see people all the time bragging that their website is listed number one in Google for a specific search phrase. When I Google their specific keyword phrase, they do come up number one. Then I look at their traffic statistics and they are ranked over 2 million on alexa.com. That means hardly anyone visits their website. Then I check to see how many people actually search those keywords at inventory.overture.com. Maybe 10 or 20 people a month search for that combination of keywords. Does being number one in Google for an obscure search phrase help your business? I don't think so.

I'm not going to kid you, getting to number one in Google is no easy feat. And staying there can be a full time job if you're in a completive market. There are many tips and tricks I can teach you to raise your search engine ranking but I'll save that for another day. Today I want you to try a different perspective...

Can my website be successful without a high search engine ranking?

Absolutely! Finding your website through the search engines is just one way for potential customers to find you. There are many other ways to drive traffic to your website that are much easier than trying to be listed on the first page of the search engines. You can use a variety of online and offline tactics to attract visitors to your website.

But, before you start driving traffic to your website, make sure your website is ready for new visitors. You must give visitors a reason to stay at your website and come back again in the near future. Give them valuable information that is going to quickly solve their problem. Give them a reason to tell your friends about your website. Give them some incentive to sign up for your newsletter by giving them a free report that will help them solve a common problem they may be facing. For example, "How to..." or "The Top 10 Ways to..." are great beginnings to your free report.

Once your website is full of problem-solving information it's time start driving traffic. You should use a combination of both online and offline methods to get people to visit your website.

Offline traffic methods

1. Put your website URL on all of your collateral including your business card, stationary, brochures, your print advertising, your Yellow Pages ads, and anywhere else your business name appears. If you have a sign on your office building include your website URL.

2. On the back of your business card, offer a free report and include a website URL that leads the reader directly to a specific page on your website (a landing page) that describes how your free report will solve their problem. You can even have a series of free reports, each with a separate landing page that leads visitors to different promotional campaigns based on their search phrases. Always get the reader to give you at leas their name and email address when they are signing up for the free report. Also mention that as an added bonus, they will receive your newsletter free of charge just by signing up for your free report. This gives you permission to add them to your newsletter email list.

3. Publicize your website URL anywhere you can while maintaining a professional appearance. Don't compromise your integrity just to get your website URL advertised.

Online traffic methods

1. Add your website URL to your email signature. Also promote your free report or one of your products or services in your email signature but don't overdo it. Too much information in your email signature can do more harm than good.

2. Participate in newsgroups and forums where your potential clients look for solutions to their problems. Don't advertise your services, just post answers to their questions or problems. Include your website URL in your signature in the forum posting.

3. Buy ezine advertising. Find ezines that your potential clients subscribe to and purchase advertising. Create ads that talk about their problems and direct them to your website for answers. Direct them to your free report landing page and get their name and email address. The free report will build your credibility and open the door to potential future sales. Don't try to sell them your service right away without building some trust and credibility.

4. Purchase banner ads. Yes, banner ads really do work. Many experts have been saying banner ads are dead but they've taken on a new life. You can purchase very affordable, highly targeted banner ads that are only displayed to your target market. Use the same approach as with ezine advertising, direct them to your free report landing page to solve their problem.

5. Advertise on craigslist.org. There are many ways to advertise your product or service for free on craigslist. You have to be subtle with your advertising or they may block you posting if you violate their policies. Read their guidelines before posting your ads. If you're promoting a workshop, use the same approach of directing people to a landing page on your website for information.

6. Write articles that talk about a problem your clients are facing. Show them how to solve the problem and direct them to your website for more information. Post the article on your website as well as submitting it to article directories on the internet. Always include your bio and website URL at the end of the article with our copyrights. Encourage people to share and reproduce the articles with others as long as they don't change the content and leave your bio and contact information intact.

7. Set up your own blog and update it regularly. You can even post your articles in your blog if you don't feel comfortable writing about yourself. Register your blog with blog directories on the internet and always include your bio and website URL in each blog. Blogs are now getting picked up and reproduced like articles. The search engines love blogs with quality content.

8. Send press releases promoting your new product or service. You can send a press release easily at www.prweb.com and it will read by thousands of press people within minutes. You can send the press release for free or pay a fee to reach even more news services.

These are just a few ways to drive traffic to your website. As I try more methods I'll share my results with you so you don't waste time duplicating my efforts. It's important to use multiple methods of driving traffic to your website because you want to reach as many potential customers as possible. You won't know which methods work for your target market until you experiment and measure your results. Remember to thoroughly track your campaigns and measure your results.

. . .

Copyright Ted Prodromou

About the Author:
Ted Prodromou spent over 25 years in the computer industry working for IBM, Digital, and Cellular One. Today he's the owner of Valiss Internet Solutions, a consulting firm that teaches you how to use your website as a marketing tool. Download your free report How To Attract Clients While You Sleep at http://www.valiss.com/freereport.htm
. . .

If you have a promotion tip to share (or an affiliate program that would be of interest to the rest of us) or if you have a web design tip, or a specific question, please feel free to post all tips, questions, or answers to posted questions here and I will add your email or URL with it. It's FREE promotion!

Send your tips, questions or answers to:

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Legal Stuff

We accept no responsibility whatsoever for the content, profitability or legality of any published articles or advertisements contained within SIM's Insider Report.

Although all of the articles have been selected for their content, the publishing of such articles within this newsletter does NOT constitute a recommendation of the products or services mentioned or advertised within those articles.

Be responsible! Always do your own Due Diligence before responding to any offer.

The SIM's INSIDER REPORT is a production of Startup Internet Marketing and is owned by Dan Porteous

ISSN 1710-0739

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